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Gives Complex a tour of Just Water

September 26, 2016 - Complex

If you are a person mildly interested in the adventures of Jaden Smith or just a person who is sometimes on the internet, it is possible that you may have seen a few photos of Jaden Smith with a strange blue-and-white box of water pressed up against his ear. This was not simply happenstance or the well-known quirky affectation so-called millennials have for pretending their beverages are cell-phones. It was actually some paparazzi enabled viral foreplay for a passion project nearly a decade in the making. You see, Jaden Smith is an investor in JUST Beverages, an eco-friendly water-packaging company utilizing a primarily paper Tetra Pak bottle, which, is sort of a box-shaped thing, but not so box-shaped it’ll alienate people who passionately hate drinking water from boxes. The JUST bottle is made from 54% paper, 28% plant-based plastic, 15% traditional plastic, and just 3% aluminum. Retailing for just 99 cents, it’s both good for your wallet and your carbon footprint. But again, I’m getting ahead of myself.